'Ugly' food is having a moment — here's why you should be eating it

In the U.S., about 26% of produce is thrown out before it reaches the grocery store. This is mostly due to strict cosmetic standards from large grocers who mandate the exact size, shape and color of their fruits and veggies.

Social media and the rise of 'food art' have also undoubtedly added to the obsession with beautiful foods.

Whatever the cause, the result is appalling: billions of pounds of fresh, healthy produce are left uneaten simply because the food doesn't look pretty.

That's where the movement to eat "ugly" food comes in.

Jordan Figueirdo (edited)

The #UglyFruitAndVeg campaign was started by EndFoodWaste.org, an organization that encourages people to eat "imperfect foods" in an effort to end food waste, hunger and climate change at the same time.

The campaign uses funny and beautiful images of less-than-perfect produce to show how eating these foods is a simple way to make a big impact on the world.

Figueirdo and others have petitioned major retailers to sell ugly fruit with some success. Whole Foods Market is now testing out "ugly" produce in five stores. His next goal is to convince Walmart to do the same.

"These are small victories, but the attention we've brought to the issue is huge," he said.

On Twitter, Instagram and Facebook the #UglyFruitAndVeg campaign has over 100,000 followers in more than 180 countries around the world.

The Heirloom Bug Portrait Jordan Figueiredo

Figueirdo says that to reduce food waste people should buy misshapen food, especially at local farmers markets; put pressure on major companies and local grocers to sell ugly foods; and use leftovers and smart storage methods to preserve food longer. And, of course, eat your ugly fruits and veggies.